This year’s GRIT (GreenBook Research Industry Trends) Insights Practice Report is the result of 1323 interviews conducted worldwide towards the end of 2021. Having queried both research suppliers and buyers, some compelling insights can be gleaned from the 170+ page report.
Welcome to the ’22 GRIT Insights Practice Report | GreenBook
Among the topics discussed in the report are those identified as being “buzzy” or having gained traction or adoption in the insights industry. The 4 primary topics with “buzz” among insights buyers are –
- Storytelling & data visualization
- Agile research/methods/approaches
- Data integration
- Artificial Intelligence (AI)/machine learning
If these topics ultimately end up with significant adoption across the industry, they are then classified as emerging and/or grouped with more traditional research methods.
Interestingly, the 4 primary topic areas for insights suppliers are virtually identical to those given by the buyer group –
- Storytelling & data visualization
- Agile research/methods/approaches
- Data integration
- Automation/research automation
The only difference is seen for the 4th topic area (buyers have Artificial Intelligence (AI)/machine learning while suppliers have Automation/research automation). This does stand to reason since suppliers would be more likely to focus on the execution or process of conducting the research. Automation in its various forms can increase turnaround times, cut down on data errors and ultimately result in higher profit margins.
One might argue that the pandemic led to, and even hastened, a greater alignment in priorities between insights buyers and suppliers. It seems that “all hands on deck” is now the enlightened approach shared across the insights industry. A recent post I had written for LinkedIn, “The Great Change Accelerator”, also recognized a shift from a transactional relationship to more of a partnership between suppliers and client companies. I think most would agree that this is a positive development, especially given the more central role marketing has been given in corporate decision-making as a result of the pandemic.
For several waves now, the GRIT Insights Practice Report has noted the increasing importance of Agile research, Storytelling & Visualization, Automation and Artificial Intelligence (AI) to both Buyers and Suppliers. If those in the Insights function aren’t currently using these approaches, many are planning on using them in the near future. In some cases, research studies are making use of already-existing, internal capabilities while, in others, the requisite training and investment in the needed technology will first need to take place. Of course, with many buyer insights departments paring down staff, suppliers with the expertise and technology to support these new approaches are being called upon to assist.
*************************************************************************
Having specialized for close to 20 years in putting our clients’ survey research data in formats they can use and share, Vista Research continues to be well-poised to support the Insights industry. Some of the more well-known clients we have worked with include IPSOS, Kelton Global (Material), Nielsen BASES and Comscore. Numerous SMBs are also among the supplier-side clients we serve. Finally, client-side research buyers also contract for our services, especially given the increased use of DIY research and the plethora of data collection platforms now in use.
Among Vista Research’s offerings –
- Cross tabulations are created using market research software that uses a scripting engine (rather than a GUI-based interface). This software allows for the creation of more efficient programs since traditional programming constructs such as do loops, go to statements, etc. can be used.
- Data processing can be done in both Linux/Unix and DOS environments. This allows us to make use of a wider variety of tools and techniques. These can be especially helpful when automating wave and tracking studies.
- Cross tabulations are generally delivered in Excel format with a linked Table of Contents on the first worksheet in the Excel workbook. All of your tables can be included on one worksheet OR you can request separate worksheets for each of the tables in the set. A separate deliverable with percentages only (with or without stat testing) is provided at no cost for each of your banners. Many create charts & graphs in Excel with this latter output.
- We support a wide variety of data collection platforms in the industry including Qualtrics, Decipher, Confirmit, Unicom, Jibunu, Voxco, Intellisurvey and others. If your platform can output in SPSS .sav format, Triple S or fixed-width ASCII, we can work with it.
- To assist with your storytelling & visualization, we now offer the ability to automatically populate your PowerPoint deck with your cross tabulations. You can use your own pre-defined template(s) as well. Please contact me directly via LinkedIn messaging if you have any questions about our services.